Customer relationship: 10 tips to (well) use messaging applications

Messaging applications can be extremely beneficial to business digital strategies, offering a host of benefits such as increased privacy, an alternative to live chat, notifications of new messages, or geolocation data sharing.

In a recent survey, 67% of respondents said they plan to use messaging apps to engage with businesses.

With new emerging channels such as Apple Business Chat and WhatsApp Business Solution, the trend concerning the use of messaging tools in customer service will continue to grow rapidly.

Gartner predicts that this year, incoming customer service requests via messaging applications will exceed those received through social networks.


Here are ten tips to help businesses optimize their messaging application usage strategy.

  1. Be where your customers are

A growing number of companies are taking an Omni-Digital approach, which means they use different digital channels in their relationship with customers.Among them, messaging is one of the most popular channels, especially for young people.

According to Facebook, 91% of teens use email applications every day. It is therefore essential for companies to be aware of these technologies in order to adapt to the practices of their customers.

  1. Maintain consistency with the tone and language elements of your brand

The tone and language used are important to your audience, as it clearly defines your message and your brand identity. This consistent set must match the type of company you are and / or the product you are selling.

  1. Think about the user experience

When integrating messaging applications into your customer relationship, you need to provide customers with an optimized experience.

By using Messenger or WhatsApp, customers expect to have the same experience when communicating with friends and family through these channels.

  1. Offer Messaging In-App for a smooth experience

Customers want the fastest and most effective interactions possible. By using in-app messaging, customers can send their request directly into the app, allowing for quick support and response.

  1. Monitor KPIs to optimize the customer experience

As with any channel, you need to monitor specific KPIs to make sure the experience you offer meets / exceeds your customers’ expectations.

Key KPIs to watch for include:

The average response time: for customers to get the correct answers within a timeframe suitable for email applications. Customer satisfaction: conducting satisfaction surveys through short and simple questionnaires. Volume evaluation: messages per day / hour of the day. This is to anticipate the peaks and to equip the teams accordingly.

  1. Respond to customer expectations regarding response times

Ideally, the waiting time for clients should be limited to about 2 to 3 hours. Messaging apps are encouraging businesses to meet these expectations rather quickly. On Messenger, a “very responsive to messages” badge is displayed on pages that reach a response rate of 90% or more, and a response time of less than 15 minutes.

On WhatsApp, companies have 24 hours to answer for free. It is only after this delay that they will be charged.

  1. Clearly show your presence on the messaging channels

If you want your customers to use messaging applications, you must indicate that your company offers this mode of communication. One of the first steps is to display links to your messaging apps on your contact page – where customers are most likely to go to search for information.

  1. Integrate all the features of the messaging channels

When speaking on a digital channel, employees in the customer service/relationship department must have the same type of interface as the customers. To make interactions more relevant, agents must have access to the native capabilities of the channel.

For messaging purposes, it means being able to see everything that customers send, such as images, emoticons, and attachments.

  1. Dedicate the use of chatbots for specific problems

Messaging is one of the main channels for using chatbots. Depending on the situation, customers may prefer to interact with a chatbot or agent. One study found that most people prefer the use of chatbots when they check the status of an order or perform a product search. With regard to customer service requests or reservations, users prefer physical contact to chatbots.

  1. Provide a transfer of applications between chatbots and employees

Having dedicated customer relations/service employees and chatbots, simultaneously, can alleviate the fear that the customer could be left unanswered. There are criterias used to trigger this transfer, which can make your chatbot strategy more efficient…


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